Brand South Africa Case Study

South Africa

Sector

Objectives

Brand awareness | New consumers

Challenge

Brand South Africa wanted to identify and refine the key attributes of South Africa to enhance the image and reputation of the country and promote the nation to an international audience of global investors, decision makers and frequent travellers.

They wanted to achieve these ambitions with campaign bursts around the World Economic Forums in Davos and later in Africa.

Solution

CNN International developed a multiplatform campaign that ran in two parts around the World Economic Forum in Davos and then later in Africa. Leveraging access to CNN International's affluent and influential audience, the campaign included TV, digital content and an exclusive networking event in Davos.

Part two of the campaign ran to coincide with World Economic Forum Africa with a cross-platform editorial programme, Africa Looks Forward and expansion of the TV campaign to additional markets.

Results

Part one

126
thousand

Editorial page views

Part one

8.3
million

Ad impressions

Part two

1.7
million

pre-roll video plays

Part two

1.1
thousand

TV units

Services this project covered

Television

Across TV, the campaign included 20-second fact files, an editorial theme week that highlighted innovative South African projects in 5 sectors and a spot campaign.

Fact files

CNNIC's brand studio, Create produced two 20-second fact-files, a National and Sector version, to promote Brand South Africa's key pillars and strengths to CNN’s affluent and influential audience.

Thirty-second spots ran for the duration of the campaign, up-weighted around the World Economic Forums in Davos and Africa.

Digital content

Across the campaign, Brand South Africa enjoyed dedicated content sections on CNNMoney (now CNN Business) and CNN International, as well as articles and image galleries drawn from the 5 TV broadcast segments.

Made in South Africa

Brand South Africa owned a dedicated, Made in South Africa content section on CNN Money (now CNN Business), with a 100% ad share of voice

Dedicated content

The second part of the campaign also included 14 pieces of content published online, from the 5 TV broadcast segments, carousel image galleries and article pages

Event

Part one of the campaign included a networking drinks evening in Davos during the World Economic Forum, hosted by Brand South Africa in partnership with CNN. CNN provided host of Quest Means Business, Richard Quest and produced the invitations for this exclusive event.